Neeru Paharia

Associate Professor of Marketing
Georgetown McDonough School of Business

ABOUT ME

I am currently an Associate Professor of marketing at Georgetown University. My primary goal is to conduct research that impacts practice, and secondly to conduct research that has a positive influence on business and society. To that end, my research interests are broadly contained within two categories: The majority of my work fits within the category of what I call “political consumption” which attempts to understand when and under what conditions consumers are likely to wield their buying power to express their political views and enact social change. The second category is concerned with how people signal their social status with alternative status signals, such as using well-resourced (or “top dog”) brands or communicating how busy they are. Methodologically, I primarily use experimental designs to answer questions of interest and collect real-world data to confirm the external validity of my findings.

 

My work has been profiled in a number of prominent media outlets (New York Times, NPR’s Morning Edition, Washington Post). Notably, my work was recently the subject of a full episode of NPR’s Hidden Brain, where we discussed how people use money to express their political views. My paper "The Underdog Effect: The marketing of disadvantage and determination through brand biography,” was voted as second place for the Journal of Consumer Research “Best Paper of the Year” award in 2014. I have also written for Harvard Business Review, and Sloan Management Review

Prior to being a professor I worked for McKinsey and was on the founding team and former Executive Director of Creative Commons which now has over 1 billion openly-licensed works on the internet and is used by Google, whitehouse.gov, PLOS journals, and Wikipedia. I received my doctorate from Harvard Business School. 

 

Download my CV to learn more.